Krista J. Li 李娇阳

Blanche "Peg" Philpott Professor
Associate Professor of Marketing
Kelley School of Business, Indiana University
Associate Editor, Marketing Science
Associate Editor, Journal of Marketing
Senior Editor, Production and Operations Management
Associate Editor, Decision Sciences

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Krista Li is the Blanche “Peg” Philpott Professor, Associate Professor, and Doctoral Program Coordinator of Marketing at Kelley School of Business, Indiana University. Krista’s research focuses on improving firms’ marketing strategies by understanding consumer behavior and leveraging new technology (big data, digital transformation, livestreaming, and AI). Her research also helps policy makers design regulations to promote better marketing for a better world.

Krista’s research has been published in leading academic journals, including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, and Strategic Management Journal. Her paper was a finalist for the Best Marketing Paper Award in Management Science. 

Krista serves as an Associate Editor for Marketing Science, Journal of Marketing, and Decision Sciences; as a Senior Editor for Production and Operations Management; and as Editorial Review Board member for the Journal of Marketing Research. She was honored as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics,” received the inaugurate Marketing Science Service Award as an Associate Editor in 2023, and served on INFORMS Marketing Science board in 2024.

Krista has extensive experience teaching MBA, Executive MBA, Ph.D. and undergraduate courses. She has worked with B2C and B2B clients, including P&G, Bristol Myers Squibb, Johnson & Johnson, Campbell’s Kraft Foods, Hallmark, Bayer, Neutrogena, Aveeno, AT&T, Microsfot, and Mercedez Benz, among other industry leaders. She serves on the Academic Advisory Board of CMO Council. 

Krista received her B.B.A. in Marketing from Lingnan University in Hong Kong, M.A. in International Economics at Yale University, and Ph.D. in Marketing at Texas A&M University in 2016.

Honors & Impact

EDITORIAL APPOINTMENTS

  • Associate Editor, Marketing Science, October 2021 – present
  • Inaugurate Marketing Science Service Award as an Associate Editor, 2022
  • Associate Editor, Journal of Marketing, March 2023 – present
  • Senior Editor, Production and Operations Management, February 2023 – present
  • Associate Editor, Decision Sciences Journal, August 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences Journal, 2020 – 2023

SERVICE TO THE PROFESSION

  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science Institute (MSI) Alden G. Clayton Doctoral Dissertation Proposal Competition, 2022, 2023
  • Invited Faculty Fellow, ISMS Marketing Science Conference Doctoral Consortium, 2022, 2023, 2024
  • Invited Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, 2021, 2022

SEMINAR PRESENTATIONS

  1. Lehigh University, November 2024
  2. Columbia University, October 2024
  3. University of California, Davis, October 2024
  4. University of Central Florida, September 2024
  5. Lingnan University, Hong Kong, June 2024
  6. The Chinese University of Hong Kong, Shenzhen, March 2024
  7. West Virginia University, October 2023
  8. University of Florida, September 2023
  9. Southwest Jiaotong University, July 2023
  10. Johns Hopkins University, April 2023
  11. Department of Business Economics & Public Policy, Indiana University, April 2023
  12. University of Illinois Urbana-Champaign, April 2023
  13. Purdue University, March 2023
  14. Kelley Research Week, Faculty Research Spotlight Speaker, January 2023
  15. Payne Research Symposium, University of Arizona, December 2022
  16. The Wharton School, University of Pennsylvania, November 2022
  17. Beijing Institute of Technology, November 2022
  18. Xidian University, November 2022
  19. Southeast University, October 2022
  20. Jiangnan University, October 2022
  21. Imperial College London, May 2022
  22. University of Minnesota, April 2022
  23. University of Pittsburgh, March 2022
  24. Lingnan University, December 2021
  25. Huazhong Agricultural University, November 2021
  26. Shandong University, October 2021
  27. University of Iowa, September 2021
  28. Xiamen University, September 2021
  29. University of Science and Technology of China, March 2021
  30. University of Washington, January 2021
  31. Fudan University, January 2021
  32. Boston College, September 2020
  33. University of Maryland (cancelled due to COVID-19)
  34. City University of Hong Kong, May 2020
  35. Marketing Department Doc Day, Indiana University, February 2020
  36. The Wharton School, University of Pennsylvania, October 2019
  37. University of Florida, January 2020
  38. Western University, January 2020
  39. University of California at Riverside, October 2019
  40. Georgetown University, September 2019
  41. University of Notre Dame, May 2019
  42. Texas A&M University, February 2019
  43. Emory University, November 2015
  44. Harvard University, October 2015
  45. Indiana University, September 2015
  46. Rutgers University, September 2015
  47. Michigan State University, September 2015
  48. University of Alberta, September 2015
  49. North Carolina State University, September 2015
 CONFERENCE PRESENTATIONS
  1. Webinar Series on Credence Goods and Expert Markets, October 2024
  2. Host, ISMS Women in Quantitative Marketing Lunch, June 2024
  3. ISMS Marketing Science Conference, June 2024
  4. Societal Impact Driven Marketing Conference, March 2024
  5. Discussant, 18th Annual Frank M. Bass UTD FORMS Conference, February 2024
  6. Host, ISMS Women in Quantitative Marketing Lunch, June 2023
  7. ISMS Marketing Science Conference, June 2023
  8. Society for Consumer Psychology Annual Conference, March 2023
  9. 2023 AMA Winter Academic Conference, February 2023
  10. 22nd International Marketing Trends Congress, January 2023
  11. 2022 INFOMRS Annual Meeting, October 2022
  12. Discussant, Summer Institute in Competitive Strategy, University of California at Berkeley, June 2022
  13. MSI Young Scholar Conference, June 2022
  14. Distinguished Speaker, International Business Congress, May 2022
  15. POMS 2022 Annual Conference, April 2022
  16. AMA Winter Academic Conference, February 2022
  17. Global Institute for Artificial Intelligence and Business Analytics, Temple University, January 2022
  18. 2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 2021
  19. INFORMS 2021 Annual Meeting, October 2021
  20. Distinguished Speaker, Doctoral Consortium of the China Marketing International Conference, August 2021
  21. Faculty Fellow and session chair, 2021 AMA-Sheth Foundation Doctoral Consortium, August 2021
  22. Panelist, AMA DocSIG Panel Series, August 2021
  23. AMA Marketing + Public Policy Conference, June 2021
  24. The 43rd ISMS Marketing Science Conference, June 2021
  25. INFORMS Annual Meeting, November 2020
  26. AMA Summer Academic Conference, August 2020
  27. China Marketing International Conference, June 2020
  28. Indiana-wide COVID19 Research Conference, June 2020
  29. The 42nd ISMS Marketing Science Conference, Duke University, June 2020
  30. Production and Operations Management Conference, Washington DC, May 2019
  31. Department of Operations & Decision Technologies, Indiana University, April 2019
  32. American Marketing Association Winter Conference, February 2019
  33. American Marketing Association Winter Conference, February 2019
  34. ETH/NYU Design Conference, New York University, May 2017
  35. American Marketing Society Conference, May 2016
  36. INFORMS Marketing Science Conference, June 2014

AWARDS & HONORS

  • Research Accelerator Fellow, Kelley School of Business, Indiana University, April 2024.
  • Finalist, Best Marketing Paper in Management Science, November 2023.
  • Inaugurate Marketing Science Service Award as an Associate Editor, February 2023.
  • 2021 Kelley School of Business Research Award, Indiana University, November 2022.
  • Faculty Panelist, ISMS Doctoral Consortium, June 2022.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, University of Texas at Austin, June 2022
  • Session Organizer, Marketing and Operations Management Track, 2022 POMS Annual Conference, April 2022.
  • Female Scholar, Designing a Career in the Marketing Academy, November 2021.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, Indiana University, August 2021.
  • 2021 MSI Young Scholars, June 2021.
  • Faculty Representative, Mittelstaedt Doctoral Symposium, University of Nebraska – Lincoln, April 2021.
  • Weimer Faculty Fellow, Kelley School of Business, Indiana University, June 2020.
  • Finalist, Chinese Marketing Scholar Best Paper Award, May 2020.
  • Research Follow, Center for the Business of Life Sciences, Kelley School of Business, May 2019.
  • Junior Faculty in Marketing Science, Inaugural Faculty Development Forum, Washington University in St. Louis, May 2019.
  • Early-Career Faculty Consortium Fellow, Marketing Strategy Consortium, Indiana University, January 2019.
  • Marketing Science Institute Young Scholar Research Grant $5,000, May 2017.
  • Finalist, Mary Kay/AMS Dissertation Proposal Competition, May 2016.
  • Dean’s Award for Outstanding Research, Texas A&M University, 2015.
  • Dean’s Award for Outstanding Teaching, Texas A&M University, 2015.
  • Inaugural AMS Doctoral Consortium Fellow, Denver, 2015.
  • AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014.
  • INFORMS Doctoral Consortium Fellow, Emory University, 2014.
  • INFORMS Doctoral Consortium Fellow, Boston University, 2012.
  • The Most Distinguished Student of the University Award, Lingnan University.
  • On President’s List Academic Honors, Lingnan University
  • Zonta Club of Kowloon Awards for Outstanding Services
  • Outstanding Service Awards for Hong Kong Tertiary Students
  • Dr. and Mrs. James Tak Wu Awards for Outstanding Service
  • Hong Kong Award for University Women Beryl Wright Memorial Undergraduate Scholarship (awarded to two students out of all undergraduate students in Hong Kong).
  • Champion, Canton Hong Kong & Macau Mandarin Contest (Hong Kong Division)
  • The Hong Kong Jockey Club Full Scholarship for Undergraduate Study in Hong Kong, info (awarded to the 1st group of 27 students selected from Mainland China based on academic record to study in Hong Kong with full scholarship)

Research

Publications

19. Guan, Xu, Krista J. Li, and Hao Wu (2024), “A Blessing or a Curse? Teletriage Service in Healthcare,” forthcoming, Management Science.

18. Zhang, Jianqiang and Krista J. Li (2024), “Retention or Acquisition? Behavior-Based Quality Disclosure,” forthcoming, Management Science.

17. Guan, Xu, Huan Cao, Krista J. Li, and Yucheng Ding (2024), “Product Safety and Liability with Deceptive Advertising and Moral Hazard,” forthcoming, Marketing Science. [pdf]

16. Li, Krista J. and Xi Li (2023), “Advance Selling in Marketing Channels,” Journal of Marketing Research, 60(2), 371–387. [pdf]

15. Li, Xi, Krista J. Li, and Yan Xiong (2023), “Channel Coordination of Storable Goods,” Marketing Science, 42(3), 538-550 [pdf]

14. Li, Xi and Krista J. Li (2023), “Beating the Algorithm: Consumer Manipulation, Personalized Pricing and Big-Data Management,” Manufacturing and Service Operations Management, 25(1), 36-49. [pdf]

13. Li, Krista J., Jianqiang Zhang, and Richard Schaefer (2022), “Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design,” Production and Operations Management, 31, 2268– 2288. [pdf]

12. Bu, Juan, Eric Zhao, Krista J. Li, and Joanna Li (2022), “Multilevel Optimal Distinctiveness: Examining the Impact of Within- and Between-Organization Distinctiveness of Product Design on Market Performance”, Strategic Management Journal, 43(9), 1793–1822. [pdf]

11. Li, Krista J. (2021), “Product and Service Innovation with Customer Recognition,” Decision Sciences, 1-16. [pdf]

10. Li, Krista J. and Jianqiang Zhang (2021), “How Does Customer Recognition Affect Service Provision?”  International Journal of Research in Marketing, 38(4), 900-914, [pdf]

9. Zhang, Jianqiang and Krista J. Li (2021), “Quality Disclosure under Consumer Loss Aversion,” Management Science, 67(8), 5052-5069. [pdf]

  • Finalist, 2021 Best Marketing Paper in Management Science.

8. Li, Krista J. (2021), “Behavior-Based Quality Discrimination,” Manufacturing & Service Operations Management, 23(2), 425–436. [pdf]

  • Featured in SCM791 Doctoral Seminar on Operations Management at Arizona State University

7. Li, Xi, Krista J. Li, and Xin (Shane) Wang (2020), “Transparency of Behavior-Based Pricing,” Journal of Marketing Research, 57(1), 78-99. [pdf]

6. Li, Krista J. and Yan (Lucy) Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management, 28(6), 1465-1485. [pdf]

  • Finalist, Mary Kay AMS Dissertation proposal Competition, May 2016

5. Li, Krista J. (2019), “Status Goods and Vertical Line Extensions,” Product and Operations Management, 28(1), 103-120. [pdf]

4. Li, Krista J. (2018), “Behavior-Based Pricing in Marketing Channels,” Marketing Science, 37(2), 310-326. [pdf]

3. Jain, Sanjay and Krista J. Li (2018), “Pricing and Product Design for Vice Goods: A Strategic Analysis,” Marketing Science, 37(4), 592-610. [pdf]

2. Liu, Yan, Krista J. Li, Allan Chen, Subramanian Balachander (2017), “The Effects of a Product’s Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency,” Journal of Marketing, 81(1), 83-102. [pdf]

1. Li, Krista J. and Sanjay Jain (2016), “Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness,” Management Science, 62(9), 2705-2721. [pdf]

Selected
Working
Papers

20. Li, Krista J., Jianqiang Zhang, Xian Gu, and Guangqi Dong, “Live Stream Selling and Pay-What-You-Want Tips,” revising for the 2nd-round review, Management Science.

21. Gu, Xian, Juan Bu, and Krista J. Li, “Old but Gold? Product Design Innovation and the Value of Used Products in Secondhand Markets,” under the 3rd-round review, Production and Operations Management.

Book
Chapter

22. Shankar, Venkatesh and Krista J. Li (2014), “Leveraging Social Media in the Pharmaceutical Industry,” Innovation and Marketing in the Pharmaceutical Industry (International Series in Quantitative Marketing Vol 20.), Min Ding, Jehoshua Eliashberg, and Stefan Stremersch (eds.), Springer. link

Teaching

MBA and EMBA

Indiana University

  • Full-time MBA Marketing Core Course, Indiana University, 2023 –
    •  Evaluations: Instructor 6.9 out of 7; Course 6.8 out of 7.
  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • Kelley Direct On Campus Coach and Judge, 2018, 2019, 2022, 2023

University of Alberta 

  • Data Analysis and Modeling (EMBA), University of Alberta, 2 sections
    • Evaluations: Instructor 4.9, Course 4.9 out of 5.
  • Data Analysis and Decision Making (MBA), University of Alberta, : 2 sections
    • Evaluations: Instructor 4.3, Course 4.2 out of 5.

Ph.D.

Indiana University

  • Analytical Modeling in Marketing, 2024
  • Analytical Study Group, March 2023 – present
  • Analytical Study Group, August – December 2020
  • Analytical Modeling in Marketing, 2019

Undergraduate

Indiana University

  • Marketing Research, 2016 – 2022
  • Evaluations: Instructor 6.4, Course 6.4 out of 7.

Texas A&M University

  • Marketing Research, 2014
  • Evaluations: Instructor 4.9, Course 4.7 out of 5.
  • Dean’s Award for Outstanding Teaching.
  • Invited speaker for PhD student teaching workshop.

Service

Professional

  • CMO Council Academic Advisory Board Member, 2024 – present
  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • Associate Editor, Marketing Science, October 2021 – present
  • Associate Editor, Journal of Marketing, March 2023 – present
  • Senior Editor, Production and Operations Management, February 2023 – present
  • Associate Editor, Decision Sciences Journal, August 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences, 2020 – 2023
  • ISMS Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science
  • Reviewer, Management Science
  • Reviewer, Journal of Marketing Research
  • Reviewer, Journal of Marketing
  • Reviewer, International Journal of Research in Marketing
  • Reviewer, Journal of Academy of Marketing Science
  • Reviewer, Manufacturing & Service Operations Management
  • Reviewer, Production and Operations Management
  • Reviewer, Information Systems Research
  • Reviewer, MIS Quarterly
  • Reviewer, Marketing Science Institute Alden G. Clayton Doctoral Dissertation Proposal Competition
  • Reviewer, Journal of Operations Management
  • Reviewer, Marketing Letters
  • Reviewer, Review of Industrial Organization
  • Reviewer, Decision Sciences
  • Reviewer, Omega
  • Reviewer, The Manchester School
  • Reviewer, American Marketing Association (AMA) Conferences
  • Invited Panelist, 2021 Summer AMA Doctoral Students Special Interest Group

Doctoral Student and Visiting Scholar Supervision

  • Marketing Doctoral Program Coordinator, August 2024 – present
  • Dong Wook (Peter) Chae, co-chair, June 2022 – present
  • Philip Kim, PhD dissertation committee member, 2023 – present, placement: Texas Christian University
  • Moyan Li, PhD dissertation committee member, Department of Business Economics and Public Policy, Indiana University, 2023, placement: Hong Kong University of Science and Technology (Guangzhou)
  • Peng Liu, PhD dissertation committee member, 2016-2019. Placement: Santa Clara University.
  • Yao Yao, visiting scholar, November 2022 – 2023, placement: Jiangnan University
  • Meng Ji, PhD dissertation committee member, 2023 – present
  • Huahua Zhu, PhD dissertation committee member, Economics Department, 2022 – present
  • Yaying Zhou, doctoral dissertation examination committee chair, July 2022.
  • Jianqiang Zhang, visiting scholar, 2019-2020.
  • Long Ding, visiting doctoral student, 2018-2019.
  • Guangqi Dong, mentor, 2023 – 2024

 Department

  • Marketing Doctoral Program Coordinator, August 2024 – present
  • Recruiting Committee, 2024-2025
  • Chair, Full-time MBA Committee, 2022 – present
  • Organizer, Marketing Women Lunch, 2022 – present
  • Co-chair, 2022 Haring Symposiums
  • Lead, DEI Mentorship Task Force, Department of Marketing, Indiana University, 2021.
  • Diversity, Equity, and Inclusion Committee, Department of Marketing, Indiana University, 2021.
  • Dissertation committee, Peng Liu, Department of Marketing, Indiana University, 2019. Placement: Santa Clara University.
  • Recruiting Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Doctoral Program Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Reviewer for first- and second-year PhD student papers, Department of Marketing, Indiana University, 2016 – 2022.

 School and University

  • PhD Program Policy Committee, 2024 – present
  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • General Education Committee,  Indiana University, 2023 – present.
  • MBA Policy Committee, Kelley School of Business, Indiana University, 2023 – present.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2021 – present.
  • Tenure Track Faculty Representative, Academic Council, Kelley School of Business, Indiana University, 2020 – 2021.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2020 – present.
  • Academic Fairness Committee, Kelley School of Business, Indiana University, 2019 – 2020.
  • Ph.D. Examination Committee (Leslie Hodder), Kelley School of Business, Indiana University, 2020 – present.

Community

  • President, Bloomington Indiana Scholastic Chess Club, 2018 – present.
  • Tournament Director, United States Chess Federation, 2018 – present.
  • Organizer, Free Virtual Chess Camp, 2020 – present.
  • Mathcount Coach, University Elementary School, 2022
  • Volunteer, Bloomington Community Kitchen, 2022 – present

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